The Symbolic Dimension of Consumer Attitudes
Products and brands are multi-layered and involve utilitarian (functional), hedonic (enjoyment-related), and symbolic (ego-significant) aspects. Although the symbolic function of brands has been investigated in the literature, there is no unifying dimension or measurement instrument available to eva...
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2012
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| Online Access: | http://spectrum.library.concordia.ca/973893/1/Theriault_Msc_S2012.pdf Thériault, Simon <http://spectrum.library.concordia.ca/view/creators/Th=E9riault=3ASimon=3A=3A.html> (2012) The Symbolic Dimension of Consumer Attitudes. Masters thesis, Concordia University. |